Two-thirds of consumers consult a catalogue before buying a product or service, underlining the importance of an integrated, multi-channel approach to distance selling.
The Royal Mail Home Shopping Tracker 2009 found 63 per cent of consumers using catalogues in their buying decisions, whether they eventually purchase online or in-store. That is an increase of 9 per cent over the previous year.
Among consumers who go on to purchase online, 45 per look at a printed catalogue from some source beforehand (up 8 per cent on 2008). A catalogue that had been posted to the consumer was used by 37 per cent of online buyers (up 11 per cent on the previous year).
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